You’ve committed countless hours to building a great SaaS product.
You believe it will immensely improve the lives of your target audience. Now you want them to sign up for a free trial when they visit your website. But you don’t know how to create website copy that compels your visitors to perform these actions you want.
It’s not easy.
Convincing someone to take a desired action on a web page requires much more than telling them the features of your product.
First, your SaaS target customers aren’t just the people looking at your home page. In most cases, there is likely a group of individuals in the background — people you may never speak to but possess significant influence and decision-making power in making a purchase.
According to Gartner, the typical buying group for a complex B2B solution involves 6 to 10 decision-makers. And each of these buying committee members come with their own perspectives, backgrounds, biases, needs, and goals that must be addressed in order to push a decision forward. And as organizations grow larger, so too will their buying committees.
So you can’t just write a website copy to convince one ideal customer persona. You’ve got to consider all those people in the background who have different objections.
Secondly, the pricing is an issue. Your target customers may like your product but claim that your price is too high.
They say things like,
“We really like the product, but it costs too much.”
“The other options we’re exploring are 10-15% cheaper. Is there any way you can come down a bit?”
Using your product is a commitment — even if you offer free trials. You have to prove how you’re going to make them money (while taking their money) or they’ll be gone.
Finally, some visitors come because they’re looking for a solution like yours. Others are on the fence — do they really need it? What’s in it for them?
You’ve got to cover all of these points of view.
Use website copywriting.
What you think your visitors should know and what they actually want are two extremely different things. When you figure out the things your target customer is looking for and include them in your web pages, that is the only time they will convert into users.
In this guide, I’m going to show you how to create website copy that converts visitors into product trial users and customers.
What is Website Copywriting?
Website copywriting is the process of writing words that will prompt your website visitors to perform a desired action when they land on your web pages.
For SaaS companies, these desired actions can be to sign up for a free trial or request a demo of your product.
Customers attach value to a product in proportion to the perceived ability of that product to help solve their problems. If they think your product is going to make their life easier, they will sign up immediately. But if your message is not clear, they will NEXT you.
Website copywriting focuses on bringing out the value your target audience can get from your product. It does this by using words that shape your prospects’ perceived ability of your product to solve their problems. You will acquire product users quickly when they think your product will make their lives easy.
Why is website copywriting important?
You may be thinking, “but I can just write what I think the visitors should know, then they will just sign up.”
Actually, you can. You built the product and no one knows its features like you do. But the problem comes when:
- You are focusing on the features of the product you are proud of building, and forgetting the things your visitors care about.
- You are not getting as many conversions as you want.
Website copywriting helps you to;
- Convert more website visitors into trial users.
- Turn undecided prospects into people who are ready to use your product.
- Clarifies your product messaging to match what your prospects are looking for.
How to create a website copywriting strategy
Here are the steps to creating a powerful website copywriting strategy for your product:
#1 Conduct audience research
How will you convince your prospects to use your product if you don’t even know what their challenges are?
The most successful copywriters in history like David Ogilvy and Robert Collier could spend as much as four weeks learning about their target customers. Knowing the features of your product is not enough. If it was, then why would you hire experienced copywriters yet you know everything about your product?
Your prospects only care about themselves. So you should craft a message that speaks the same language as they do.
To find out what resonates with your target audience, you should:
- Read your product reviews on SaaS Product Review Sites like Trustradius.
Steal the words they use to describe their experience with your product and your competitors.
- Talk to your customers.
Conduct email and online surveys, online and offline customer interviews to get information about your customers’ needs.
- Check out social media discussions.
Go to where your target customers hang out and read their posts to identify the right words to use when bringing the product to them.
#2 Clarify your unique value proposition
Your unique value proposition describes your product’s value to your target customers. It shows what your product does, why your target customers should choose it over your competition and how it solves their pain points.
Here is an example of a great USP:
The unique value proposition for this company is Win clients for life using Copper CRM. It shows what the product does – it’s a CRM. It shows how the product will help its customers – help them win customers for life (clients).
It has a benefit that their prospects’ care about – they don’t just want customers. They want to create business relationships that last a long time.
Here are the 4 steps to creating a unique value proposition:
- Identify your ideal customer – Create a buyer persona profile for the ideal customer whom your product is targeting.
If you are targeting different personas, then you should create a different UVP for each of them. For example, Hotjar helps you understand how users behave on your site. It has 3 distinct ideal customers who are product managers, product designers and researchers. The needs of a product designer differ from those of a product manager. So one UVP for all of them would be a disaster.
- List your product’s benefits, value and how it stands out – Once you’ve identified your target customers, list out all the benefits they can get by using your product.
Then determine the value your customers will get from those product benefits.
Finally, identify the value that sets your product apart from competition. Ensure you include all these three steps in your UVP statement.
- Focus on clarity and specificity – The next step is to ensure your target customer can quickly and easily understand your message.
To do this, use simple and clear words.
Avoid technical jargons.
Your prospects don’t care about how brilliant you are. They just want to see if your product can solve their problem, fast. So use a language that they can connect with. Write like they speak.
- Test and optimize your UVP – Run a simple test of your UVP’s first draft by asking a group of unbiased people who are unfamiliar with your product to read it.
Collect their feedback and ask how they understand the core elements of your UVP ( the product’s benefits, value and how it differs from competition).Use their feedback to revise and improve your UVP.
#3 Identify your copywriting needs
After crafting a simple UVP, the next step is to identify all the pages where you need website copywriting:
- Home page
- About Us page
- Product page
- Contact us page
- Landing pages.
#4 Align your copywriting needs with your goals
Every website page has a specific goal.
For example, the homepage of a SaaS website is meant to convert visitors into product trial users or customers. The Product page shows the visitors how the product would help them solve their problems.
People who visit the product page are usually not yet convinced that your product is the right one for them. So when preparing a copywriting brief for your Copywriter, include the goals for each page.
#5 Write like you are speaking to a friend
Great website copy sounds like a well spoken person talking to a friend. It has a casual, straightforward tone and gets to the point without rushing itself.
Read your copy aloud and see if you cringe.
Even better, have someone else read it out aloud and give you their feedback. If it sounds formal, redo it until it feels like you are talking to a friend or you’ll never convert visitors into product trial users.
How to write homepage copy for SaaS
“The copy on your SaaS landing page is one of the major factors that determine whether your product lives or dies a horrible death.”
Said Benjamin Brandall after analyzing the landing page copy of the top 87 SaaS companies.
Homepages of SaaS companies are usually designed as landing pages with the goal to drive visitors to sign up for a free trial or request a demo. Your homepage is the most important page on your website because it is the first place your potential customers will research your product. If it doesn’t convince them that your product will solve their problem, they will NEXT you for your competitor.
So how do you make them become your product user after landing on your homepage? Through product-led storytelling.
SaaS prospects want to experience your product before they sign up. And by providing stories that show them how they can use your product to solve their problem, you are already creating meaningful experiences. Instead of telling your product features, show the positive outcomes your prospects will get after using your product.
Homepage Copywriting Essentials
These principles will guide you into creating a great homepage copy:
Imagine checking into a fancy 5-star hotel and you find your favorite snacks waiting for you upon your pillow alongside a handwritten note from the staff. How would you feel about the hotel service?
If it were me, I would feel so special and even share the experience with my friends.
That is how personalization works also on your SaaS homepage.
When you address your prospect like you know their problem when they land on your homepage, you are already halfway into closing them. Personalization is the concept of providing a customized experience for each visitor.
Rather than providing a one-size-fits-all homepage copy for every visitor, use your data and third-party data to make the page relevant to each visitor when they land on your site. This can be accomplished by adjusting certain sections of your home page such as the headlines, the subheadings, CTAs and many more.
Your content can be swapped at any moment to increase relevance to the visitor. Here is a quick example to help you understand the concept of personalization of the Homepage.
This is the Homepage of Proof, a SaaS company that helps other companies improve their website conversions.
This homepage is targeted towards a visitor who is still researching the product.
This second landing page comes when I click on their ad that ranks first on the SERP when I search specifically for Proof.
It assumes I already know about the product and urges me to start my free trial. Personalization is important for SaaS companies seeking to increase product users.
2. Effective CTAs
More relevant call-to-actions makes your visitors believe that your product is meant for them. It must be in context with your headline and goal of the homepage so that when they look at the CTA, they are compelled to click because they want to get the promise.
For example, the CTA in the Proof homepage gives the visitor the chance to get what it promises in the headline. By starting the free trial, they will be able to convert up to 300% more visitors into leads, demos and sales.
Your CTA should use actionable language that tells your visitor what you want them to do. Some of the action words you can use if you want to convert visitors into trial users include;
- Request a demo
- Get started free
- Start your free trial
3. Focus on outcomes and benefits
Does your copy bring out the benefits prospects will get from your product?
Your audience will only get hooked and sign up for your product if you quickly show how your product will change their lives. For example, Asana is a project management software that helps teams improve their productivity. The headline on its Homepage screams the outcome that its prospects will get after using their product.
Identify the outcome your prospect will get after using your product and use them in your homepage copy. Your prospects only care about how your product will make their lives easier.
How to write a SaaS homepage copy using product-led storytelling
The product led-storytelling formula works by the principle that people sign up for your product after they learn how it will solve their problems. It has 9 sections that if you follow will help you create a homepage that converts your visitors into users.
Section 1: Hero
This is the first section the visitor sees when they land on your website. It’s function is to quickly show the reader what your product is and how it can help make their lives easier. Your heading and subheading should do all this heavy lifting. Then your CTA should offer the key to unlock the promise in the headline.
If your prospect isn’t convinced yet, the hero section should compel them to scroll the sections below or explore other pages.
Let’s use Kajabi to explain this concept.
The heading ímmediately shows the visitor that Kajabi helps entrepreneurs who sell online courses grow their business.
The subheading explains how it intends to fulfill that promise by:
- Providing an All-in-one platform for all the tools they may need.
- Enabling them to create premium products that attract premium products.
- Helping them sell these products by making customer payments easy.
The CTA provides the key to unlock the door to the promised land.
Section 2: Ignite Interest / Build trust
Create a video showing your product solving the problem your prospect is looking to solve. That use case would ignite their interest in your product.
Here you also want to show a clear testimonial because the prospect is wondering if you are legit or a scam. The key goal of the testimonial is to address the prospect’s objections. The right testimonial to place in this section should answer the question:
“Is this product really going to help me, a [insert common denominator like small business owner]?”
So you need a testimonial saying;
“This tool helped me increase my conversion rate by 60% in just two months.”
– Chad, founder of MarketingWins.
A perfect testimonial has two parts:
1. The testimonial body speaks to a particular situation, a specific problem and specific benefits that have been realized because of your SaaS product.
2. A name and title that identifies your target audience.
Look at how Kajabi, a SaaS company helping online entrepreneurs create and sell online courses and coaching programs.
Fitness entrepreneurs are one of the ICPs of Kajabi and one of their pain points is customer service when creating online courses for their clients.
Jenine assures any fitness entrepreneur thinking of using Kajabi that they will help whenever they want it.
Sections 3 -5: Your product features presented as benefits /positive outcomes
In these sections, you show how your product will make your prospects’ lives easy. To get it right, list your ideal customer personas then identify the benefits they would get from using your product. Use these benefits as headlines of the sections and describe how your product would help them get the outcome.
You can have as many sections as possible if you have many ICPs as long as you describe how your product will benefit them.
A good example to illustrate these sections is Kajabi, a content marketing platform that helps online entrepreneurs create and sell online courses and coaching programs. It begins by identifying its Ideal customer personas (ICP) and how they benefit from its products.
Then it creates sections with headlines showcasing these benefits to that specific ICP. And a subheading explaining the feature.
Here it’s targeting social media experts who want to help their clients make smarter business moves by utilizing their Analytics feature. The subheading explains how the Kajabi Analytics feature will benefit social media experts and persuades them to start a free trial.
Here Kajabi is targeting business coaches. It promises to help them create beautiful emails, faster. Then in the subheading, they explain the features in detail.
Kajabi targets Self-love coaches with the promise that they will get paid on their terms. It explains the feature on seamless integration with Stripe and Paypal assuring them that worrying about payments will be a thing of the past. You can have as many sections as you can targeting specific ideal customer personas and presenting the features of your product in the form of benefits.
Section 6: The second CTA / Integrations
When they reach this section, the prospects have already seen how your product can help them solve their problems. If they are convinced that your product is the right one to go for, they would be looking to sign up for a free trial or request a demo. This is the perfect time to show your target customer that your SaaS product integrates with their existing tools.
See how Kajabi scores a perfect 10/10 in this section.
Section 7: Testimonials
If the prospect scrolls to this section, it means that they still want assurance that they are not getting scammed. And relevant testimonials are the perfect way to convince them that your product is legit and fulfills its promise to users.
Testimonials should target ICPs by clearly showing how a specific customer matching an ICP benefited from using your product.
See how Kajabi does it.
Best-selling authors are one of the ICPs of Kajabi. One of the goals of best-selling authors is to build a successful thought-leadership business and Mel Abraham has used Kajabi to reach that status. Most best-selling authors who still had doubts about the benefits of using Kajabi to grow their business would sign up after reading that testimonial.
Section 8: Show them that you are committed to helping them win
In this section, the prospect is probably thinking, “Ok, you have all those nice features, but what else do you offer to help me grow my business? What separates you from the rest?”
See how Kajabi does it.
They assure the prospect that they are committed to helping them win. They do this by offering 24/7 support, a vibrant community where they can get answers and share experiences and a university with tutorials on how to efficiently use Kajabi tools.
Section 9: The final CTA
Not every prospect will like your product and that is why you have to end your homepage with the final CTA. If the visitors haven’t made up their minds at this point, then they may never use your product.
But it’s not a bad thing to ask them to use your tool one last time. Create a CTA that invites them to try your tool.
See how Kajabi does it.
How to write about page for SaaS
If there is one page that is all about your brand, then it is your About Us page.
But SaaS companies get it wrong most of the time. They either use the space to sell or overlook it during development. As a result, visitors fail to get what they want when they land on that page.
The three types of people who come to your About Page
- The Prospects
Before buying your product, prospects may want to learn more about you. And your About page should tell them your business story including your mission and vision.
It should answer all the extra questions they may have about your company such as:
- Is this brand legit?
- Do I resonate with this brand’s values, mission, purpose or background?
- The Job Seekers
Job candidates often check your About page before applying for a position at your company. They want to learn your company culture, the kind of people they may likely work with and decide if they still want to go ahead apply for the job.
Job seekers know that recruiters ask questions about your company during interviews. So this page provides all the information they need to know about your company.
- Competitors and Potential Partners
Your competitors are always sneaking on your About page to find something valuable to steal. They may also be looking for something they can use to show your prospects that they are better than you.
They are ruthless, selfish jerks!
So your About page should state your business story in a way that shows your credibility. Potential partners are also always researching your About page to see what values you stand for.
Are you the right guy to work with?
By having a clear statement of intent, you open up the opportunity for future collaborations and partnerships.
These three groups of people summarize the main goal of the About page: to learn more about your company.
Here are the steps to creating an effective About Page:
1. Tell your story
Your About page should tell the prospects, job seekers, competitors and potential partners when your company started, who started it, why they started it and where it is going.
You should list some of your biggest achievements, linking to these sources for social proof. People already know what your company does. Maybe even how you do it. However, the only reason why they come to your about page is to learn why you do it.
What is your brand’s purpose?
What are your beliefs?
People don’t buy what you do, they buy why you do it.
Miro is an online collaborative whiteboard platform that enables distributed teams to work effectively together.
They have an excellent About page that explains why they do what they do.
They start by reminding the visitor what they offer.
It even has a CTA inviting the visitor to learn more about the product. Here it is targeting both the prospect, the potential partner and the job seeker. Then it answers the next objection the visitor may have:
I already know what you do. But WHY do you do it?
They offer an online collaborative whiteboard platform because they want to empower teams to create the next big thing. Then they share what inspired them to create Miro.
If you were a potential partner looking to collaborate with Miro, then this section would help you decide. Prospects who were still not sold on the homepage would find this useful when trying to understand Miro’s brand. Job seekers would be delighted because they know the story behind the name of the company and its mission.
2. Provide social proof to prove you are not a scam
Prospects click on your About page because they want to be sure you are legit. Maybe they have been scammed before and don’t want to go through that nasty experience again.
You’ve already shared your story. But are you working with real people or brands? Miro overcomes this objection by revealing it has 20 million users, showcasing some of the Fortune 100 companies using it. It even provides a CTA inviting the reader to learn why its customers love using Miro.
3. Introduce your team
When visitors land on your About page, it is clear that they want to learn more about your company, not product. Your About page should be the next big thing to meeting face-to-face.
Get personal. Share images of your staff, and office. These pictures build trust and help the visitor put a face to your story.
Miro introduces its leadership to prove to visitors that they are real people committed to improving their lives.
It goes ahead and shares its team of investors and advisors, too. This section may be targeting potential investors, showing them they are the right company to invest in.
This section tells job seekers that this company is already successful and it has a bright future. By joining Miro, you’ll be working with the winning team.
4. Tell us your location
Your visitors also want to know your location. Are you based in one country or region? Are you worldwide?
Job seekers would want to know the nearest office they can work at. If you work remotely, then this is the right place to indicate.
5. End with a CTA
Every page on your website must end with a CTA.
What do you want people to do when they visit that specific page?
For the About Page, it may be to join your team or request a demo.
Miro understands that only job seekers would reach the bottom of the About page.
So its CTA urges job seekers to join their team.
How to write a features page for SaaS
Your SaaS features page shows your prospects how your product can help solve their problems. It describes the features of your product as benefits to your ideal customer personas. So that when your prospects land on the page, they perceive that your product is of high value.
Prospects who come to your Features page are not usually convinced by what you shared on the Homepage. They want to research your product to compare it with a competitor they are considering. They want to be sure your product is the best they can get before signing up for a free trial.
Components of a compelling SaaS features page
1. A Hero Section With a CTA
Your prospects will first see the Hero section when they land on your Features Page. Its function is to quickly show the reader what your product is and how it can help make their lives easier.
Your heading and subheading should do all this heavy lifting. Then your CTA should offer the key to unlock the promise in the headline.
See how Miro does it.
The prospects instantly know that Miro is an online collaboration tool that helps teams create, centralize and communicate their work. The CTA urges the prospects to sign up for a free trial.
2. A Product Demo
After the Hero section, your features page needs a video or an image that shows how your product helps an ICP solve their problem in real time. This product demo proves to your prospect that your product is the solution to their problem.
Miro does it so well with this video.
The content in the video is also deliberately written to show a pain point that Miro’s prospects are looking to solve. The headline also serves as an introduction to the next section which describes features of Miro as benefits/ positive outcomes to the prospect.
3. Present the features of your product as positive outcomes
Just like you did with the Homepage, list down all the features of your product and see the positive outcome your ICPs will get after using them. Use those positive outcomes as the headlines of this section and explain how specific features would help your ICP achieve them.
See how Miro does it.
One of the positive outcomes of using Miro is that the prospects are able to create and innovate faster. Miro explains how this positive outcome can be achieved using its specific features. It even goes ahead to showcase these features in the form of images to help the prospect understand fast what they are offering.
Have as many sections as you can showcasing the features of your product as positive outcomes.
4. End with a CTA
Every website page should end with a CTA. A CTA tells visitors on that page what to do. It should match the CTA in the Hero section which urged the visitors to sign up for a free trial.
Miro does it well.
How to write the pricing page for SaaS
The main goal of the pricing page is to get prospects to sign up for a trial or buy your product.
Some of the fundamental truths about prospects is that:
- They don’t read, they skim.
- Nobody likes complicated stuff. They hate trying to figure things out.
- People prefer things that are easy to understand.
So your pricing page should be simple and easy to understand or your prospects will be gone!
Let me show you the components of a simple and converting pricing page for SaaS companies.
1. Create a headline that encourages the prospect to sign up
The pricing page is the place to seal the deal, so the headline needs to be simple and easy to understand. By the time the prospect lands on this page, you’re already halfway into converting them to users. The headline should direct them to choose a plan.
See how Kajabi does it.
It tells prospects to choose their favorite plan and start their 14-day free trial.
2. Encourage annual payment plans
Annual payment options are preferable for SaaS businesses because they improve your ARR, may reduce churn rates and are also less of a hassle compared to monthly payments. So encourage your prospects to choose annual payment plans.
Kajabi makes it clear that you will save 20% when you choose the annual payment plan over the monthly payment option. It goes ahead to deliberately show the annual subscription of the plans with bigger and bolder letters while using smaller, and dimmer letters for the monthly subscription of the plans.
It even crosses the monthly subscription of the plans to show you that choosing the annual subscription of the plans is the best option.
3. Make it easy to compare the plans
People do research and compare your offer to alternatives. They want to get the best product at a good price.
Let’s say I’m an online coach looking for an email service provider. I’m an educated buyer. I know my needs and I’m not going to read through the websites.
I’m just going to go through your pricing plans to decide if I’ll be getting a deal or your competitor has a better offer. By listing the features I’ll be getting by choosing a specific plan, you help me understand what I want in context.
See how Kajabi does it.
4. Help people choose a plan
When you offer multiple plans, people need to make a choice. The easier it is to understand the differences between the plans, the easier it is to make a choice. Some companies prefer naming who each plan is meant for.
See how Wistia does it so well.
The Pro plan is for businesses investing in marketing with videos and podcasts while the Advanced plan is for businesses looking to build a lasting brand and drive growth.
The prospects will have an easy time choosing the right plan for their business.
Which pricing should you emphasize?
There is no single best way to go about it. Some SaaS companies prefer emphasizing the middle option because most people love choosing it.
See how Kajabi does it.
5. Address the FUDs in FAQ section
FUDs are fears, uncertainties and doubts. Whenever you ask for money, there will always be friction. By addressing the FUDs, you minimize the friction.
The best way to overcome objections is to prevent them. Identify all the reasons why your prospect may decide not to buy your product. See the common FUDs and write the answers to those fears and doubts in the FAQ section.
For example, prospects may inquire what will happen when they realize your product was not what they were looking for?
You can reveal that you offer a 30-day, no questions asked, money-back guarantee. If they don’t like the product, they get their money back.
See how Kajabi addresses the FUDs in its FAQ section.
6. Use testimonials to address FUDs
Testimonials also overcome objections prospects may have regarding your product. They specifically handle the objection: I don’t think it will work in my case. When they see someone like them getting great results with your product, they will be willing to try it too.
See how Kajabi handles this objection in the Pricing page.
These testimonials target specific ICPs such as fitness entrepreneurs, personal development coaches and bestselling authors.
7. End with a clear CTA
Every website page must end with a CTA. For the pricing page, the CTA must match its goal which is to rally the prospects to sign up for a free trial.
See how Wistia ends its pricing page.
How to write contact page for SaaS
The contact page is a crucial part of a SaaS website. It directs people to the answers they need and helps them ask questions more effectively, significantly improving their experience on your site.
But how do you create a contact page that achieves this goal?
Steps to create a helpful SaaS contact page
1. Make the contact page easy to find
Your prospects, potential partners and current customers don’t want to hunt for your contact page. They want to find it as fast as possible because they want to solve their problem. So place the contact page on the navigation bar and also on the footer of your website.
Those are the places visitors naturally go to when they want to find your contact page.
2. Create a knowledge base or a help center
A knowledge base contains the questions and answers your prospect may be looking for. Identify the questions your customers or prospects may ask your company and create guides that provide the answers. By doing this, you are helping your customer get an immediate solution to their problem.
You are also reducing the amount of work your customer service team handles daily. So the visitor will search for whatever they are looking for in a search box within the contact page.
See how Help Scout creates an effective Knowledge base to help its visitors. On their Contact Page, they give the option of checking their help docs (the knowledge base) first before contacting their customer service team.
When you click on the help docs option, it brings you to their knowledge base where you search the resources you need.
3. Have a contact form that categorizes the visitor’s situation
Different people have different needs and the information you want to give them may change over time. To solve this issue, create contact forms with specific options. For example, Help Scout provides 3 specific options: sales, support and other.
By choosing one of those options, the visitor is already making the work of their customer service team easier.
4. Include your physical location, and social media profiles
You should state where your physical offices are located including your headquarters.
See how Miro is creative at this.
They end the page by providing their postal address as well as links to their social media profiles.
About the author
Hey, I’m Vincent. I help B2B SaaS brands generate more leads and revenue by writing/refreshing blog posts and web copy. Send me a mail at firstname.lastname@example.org if you’re looking to hire a freelance writer.